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SXSW 2020

Designing a world for humans and data to co-exist

As the intersection of people and data becomes the core of most business questions when pursuing AI, designers face a key challenge - how does creative problem solving and design techniques help people fall in love with data? Whilst the first instinct could be to use AI techniques, focusing on how human's interact with data is the first step to understanding how to leverage human characteristics. Determining the intimate relationship a human wants to have with data where it is authentic and trusted, is like a human relationship evolving over time: 'attraction' to ‘courting’ to 'partnership' or a 'break-up'. QB designers share how they have been determining what is needed to design analytic products and services, to support the elements and architecture of how humans can bond with data.

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  1. The role of a designer when working within a culture of complex data dependancies
  2. What QuantumBlack have learned about designing the relationship between humans and data
  3. How to develop a culture of human first vs data first


  • Tim Daines Daines, Designer, Quantumblack
  • Rakhi Rajani, Associate Partner, Global Head of Design, London


Tim And Rakhi Daines And Rajani, Designers, Quantumblack

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Connection & Culture
  • Level: Beginner
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